Lacking Brand Concept

Aisha Khurram fails to make an impression during her launch at Melange.

ISLAMABAD:  With a massive eruption of household designers trying to infiltrate the main stream fashion industry it is even more annoying to find a desirable outfit from a pile of riff raff stocked at most outlets around the country.

From housewives come designer to business majors turning to the designing profession, Pakistan has seen it all. What most fail to realize is that any fashion house whether high end or street has a brand concept.
With the exception of a few Pakistani designers such as Khadija Shah, Sana Safinaz, Ali Xeeshan, Mohsin Ali and Ayesha Hashwani to name a few, most designers lack  brand concept. Aisha Khurram remains one of those house-wife turned designer whose lack disappointed.
Launching on June 15 at Melange, Khurram’s collection was nothing special and failed at making a statement. Rather than producing some aesthetically pleasing and different, Khurram’s collection was run of  mill and over done. It was just an effort to sell and not one at giving the customer something unique to choose from.
“I have a new design concept everyday that’s what see me apart,” Khurram said, adding that she has a client to client based design concept. However what most designers fail to realize is that in order to make it big even in a relatively small fashion industry it is important to be inventive. Khurram’s collection might sell but it cannot be considered as styling.